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A New Step Forward in Measuring Elevator Advertising Effectiveness
Last updated: 10 Jun 2026Are you investing in Out-of-Home advertising but concerned because you do not know what customers do after seeing your ads? The pressure to report measurable results often leads brands to allocate most of their budgets to online channels, even as the cost of running ads on social media continues to rise every day.
What you may not know is that modern elevator advertising has become sophisticated enough to connect with the digital world and accurately measure customer behavior.
Why Are Brands Still Skeptical About Out-of-Home Advertising?
The Ongoing Debate Over ROI
Compared with online advertising, Out-of-Home (OOH) advertising is often perceived by brands as “a step backward.” Why?
Simply because we cannot always clearly see who viewed an advertisement, what they did afterward, and how much actual value the campaign generated.
This creates a recurring cycle:
Brands do not trust Out-of-Home advertising → shift their entire budget online → online advertising costs increase → online ROI declines → brands eventually return to Out-of-Home advertising, but still do not know how to measure it.
In reality, brands are making a major mistake. They are missing a valuable opportunity to reach decision-makers — C-level executives and business professionals who represent ideal advertising audiences — simply because they cannot clearly “see” the effectiveness of the channel.
When Out-of-Home Advertising Meets Digital Technology
A Turning Point — Elevator Advertising Can Be Measured
The breakthrough is that modern elevator advertising has become sophisticated enough to connect with e-commerce platforms and accurately measure customer behavior.
The results no longer have to remain vague. Brands can now clearly see how many people search for a product, how many add it to their shopping cart, and how many complete a transaction.
Evidence from International Markets: Real-World Data
Consider a real-world case involving Focus Media and Alibaba in an international market. After elevator-screen advertising was deployed, the resulting figures spoke for themselves:
These figures are not hypothetical — they are actual results generated by combining Out-of-Home advertising with advanced measurement technology.
Most importantly, they demonstrate that elevator advertising is not merely an “additional expense,” but an effective media channel capable of generating measurable impact.
The Technology Behind the Transformation: NFC Touch Technology
In Vietnam, Focus Media Vietnam is actively adopting this technology: interactive NFC (Near Field Communication) technology integrated directly with elevator advertising screens.
How It Works: From the Elevator to the Digital Environment
Step 1 – Embed the offer: Brands embed giveaways, vouchers, or product links into the NFC touchpoint on the screen.
Step 2 – Customer taps: While waiting for the elevator, customers simply bring their smartphones close to or tap the NFC touchpoint.
Step 3 – Activate the interaction: A website or app link appears immediately, allowing customers to access the offer instantly.
Step 4 – Capture data: Brands can capture last-mile interaction data — who interacted, when the interaction occurred, and what they did next.
Practical Benefits for Brands
By using NFC technology in elevator advertising, brands can finally:
Measure effectiveness transparently: Know exactly how many people saw the advertisement, interacted with it, and took an action such as searching, purchasing, or adding a product to their cart.
Validate daily levels of interest: Monitor changes in customer behavior in real time and adjust campaigns immediately when necessary.
Optimize advertising costs: Identify exactly which channels perform well and reallocate budgets to maximize ROI.
Connect Out-of-Home with the digital environment: Create a seamless Customer Journey from seeing an elevator advertisement to completing an online transaction.
Achieve higher ROI: With transparent data, brands can build a stronger case for increasing investment in Out-of-Home advertising — because its effectiveness can actually be demonstrated.
Integrate promotions without additional costs: Incorporate vouchers, gifts, or promotional links directly into the advertisement so customers can access them instantly through an NFC interaction.
A New Approach: From “Cost” to “Investment”
Instead of treating elevator advertising as a “cost for brand image,” brands can now regard it as an “investment with measurable ROI.”
This represents an important shift in mindset: When you can measure, you can optimize. When you can optimize, you can plan for the long term. And when you can plan for the long term, elevator advertising becomes an integrated part of a comprehensive marketing strategy rather than an “additional expense.”
Why Is Focus Media Vietnam the Right Choice?
Focus Media Vietnam not only operates the largest advertising infrastructure, covering more than 2,000 buildings, but is also moving ahead in technology adoption.
With NFC technology scheduled for deployment in July, Focus Media Vietnam is enabling brands to:
Access a modern, technology-integrated DOOH infrastructure
Reach thousands of premium office buildings where their target audiences work
Measure, optimize, and scale campaigns intelligently
Seamlessly connect Out-of-Home advertising with e-commerce
Conclusion
“Do not let outdated perceptions limit your brand’s opportunities for breakthrough growth. Let Focus Media Vietnam help you connect elevator media infrastructure with the digital environment intelligently and effectively.”
The advertising landscape has changed. The days when Out-of-Home advertising was considered “impossible to measure” are over.
With NFC technology and e-commerce integration, elevator advertising can now deliver the highest ROI within your advertising portfolio.
If you are still considering other options, run the numbers: is the continuously rising cost of online advertising really more worthwhile than an Out-of-Home advertising channel that can be measured and optimized?
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